Bethan Alexander is Reader in Fashion Retailing and Marketing and Research Lead at the Fashion Business School, London College of Fashion, University of the Arts, London. Bethan's scholarly research interests span Multi-Sensory Fashion Retailing, Customer Experiences Online and Offline, Innovative Retail Formats, Retail Technologies and Future Retailing. Results of this research have been published in various academic journals and books in the fashion, retail, marketing and business disciplines. She champions research-informed teaching and leverages her extensive networks in collaborating with industry and academics internationally. Bethan is a published author, mentor and thought leader. She wrote Part 1 (Chapters 1 and 2) on theoretical perspectives of customer experience, as well as the Anya Hindmarch and Loanhood case studies.

Part 1: Theoretical perspectives on retail customer experience. Chapter 1: Customer experience evolution in a fashion retail context: From mono- to omnichannel. Chapter 2: (Re)envisioned future retail customer experience. Part 2: Practitioner perspectives on retail customer experience. Chapter 3: Placing people at the heart of customer experience journeys. Chapter 4: Designing harmonised customer experiences for brand environments. Chapter 5: Creating visceral and human-centric customer experiences. Part 3: Retailer perspective on retail customer experience: Global case studies showcasing customer experience excellence. Chapter 6: Phygital customer experiences. Chapter 7: Sustainable customer experiences. Chapter 8: Visceral customer experiences.